Firm Keeps Design Success All in the Family

by John Filippelli On Dec 22, 2008

Fort Lauderdale, FL— At Allied Kitchen and Bath, design is a family affair. The firm – led by president Bill Feinberg and his brother, vice president Joe Feinberg – opened its doors in 1984 as a full-scale remodeling company with the help of other members of the Feinberg family. This included their parents, who moved from Philadelphia to South Florida to help them, as well as two other brothers. This family commitment led to the firm celebrating its 25th anniversary this year.

“Joe and I are partners, however from day one, our other brothers, David and Robert, also took key positions at the firm,” Bill Feinberg reports.

Specifically, David serves as the sales manager of the window and door division, while Robert Feinberg, CKD, heads up the design staff at Allied.

“Within a few short years of opening, and after attending several national conferences, we were clear that kitchen and bath remodeling was the driving force of our operation and the main reason we built our first showroom,” stresses Feinberg.

“We’ve always been a remodeling company first, specializing in full-scale kitchen and bath renovations. From the design phase through the complete remodel, we do it all,” Feinberg adds.

The success from this approach culminated in the opening of the company’s new 15,000-sq.-ft. showroom here, part of its 25th anniversary celebration. The grand opening event was attended by over 300 guests, including some of South Florida’s most influential people.

Room for Everything

“The opening of our showroom has helped us to be much more recognizable in the area,” he emphasizes. “Although we’ve always been in the same location, it’s only recently – with the new building – that we’re attracting more people, and they are much higher-end clients including consumers, designers, architects and custom home builders.”

The two-story environment features completed kitchen vignettes and large bathroom displays, some 15 cabinet displays and a variety of other displays that feature high-end bath lines, plumbing lines, decorative hardware, lighting products and faucet fixtures, among others.

“As we grew our business and showroom size, the ability to display and sell more decorative hardware and plumbing products grew as well. We now have over 5,000 square feet of space in our new showroom for these products alone,” Feinberg says.

The first floor showcases a number of different completed kitchen vignettes, fully equipped with working appliances.

“Our showcase kitchen display is a full-working kitchen where we can host a live demo or class,” he reports. “It can easily accommodate a party of 20 guests around the island. It’s also a favorite spot to host company meetings, or for our designers to meet with clients and spread out plans.”

Large bath displays are intermingled with smaller bath vignettes that house cabinets, tile, plumbing fixtures, lighting and accessories. One large master bath display also leads into a built-in closet as well as a morning bar and make-up area.

The second floor features all of the decorative hardware and plumbing items, with one side featuring mostly kitchen items, including sinks, faucets, kitchen accessories, lighting and cabinet hardware displays.

“The other side is all bath displays with faucet lines, decorative bath accessories, shower systems and sinks,” explains Feinberg. “We have about 40 different small vanities with matching mirrors and medicine cabinets spread out on this floor as well.”

Top to Bottom

According to Feinberg, while Allied Kitchen and Bath specializes in kitchen and bath remodeling, the staff there frequently finds itself taking on other design services for the client.

“A project can start with just a kitchen or bathroom project, but once people see our ability and realize we can do much more, it often leads to a whole-house remodel,” he explains.

Feinberg recalls a very successful whole-house remodel the firm recently completed. It included the kitchen, master bath, laundry room, closets, some windows and exterior doors and flooring.

“These are some of our most rewarding projects – ones where we take on the whole house to remodel. It’s in these situations where we see the largest transformations,” he explains.

Feinberg adds that the company usually takes the project from the initial design phase through construction plans and building permits.

“Most people don’t want to be their own contractor, and by putting the responsibility in our hands, it gives the owner a certain comfort level,” he adds.

Making it Work

Feinberg notes that the firm employs a large number of certified designers, led by his brother Robert. Among the design staff is one CMKBD, who is also a color expert; a CKD who has been with the company since its inception; and an AKBD who also serves as a salesperson for the company.

“We believe it’s crucial for our entire staff to constantly stay ahead of the competition,” he continues. “One way we do this is by taking advantage of all that our industry has to offer in the way of education, networking and branding. We’re not only involved with the National Kitchen & Bath Association and attend most functions locally and nationally, but we’re also involved with many of the local associations as well.

To get the word out, the firm also hosts cooking classes and intimate dinner parties at its showroom, as well as other association and business meetings.

Feinberg, who is a design columnist for a local newspaper, also speaks about the industry to local businesses. Newsletters are e-mailed regularly to members of the community, and Allied also continues to advertise in local magazines and the Yellow Pages to promote its business.

Equally important to Allied is its many charitable endeavors.

“I was the past president of the South Florida Leukemia and Lymphoma Society, and for our grand opening we partnered with the Boys and Girls Club and raised money for the charity,” he says.

“We have also donated items from our showroom as well as design services for auction at every charity event we are asked to participate in,” he continues. “Overall, we have raised almost one million dollars for charity over the past five years.

“We believe giving back is not only a privilege, but an honor for us, and a big part of our success,” he concludes.